Executive Edge: CMO

Executive Edge: CMO™ (EECMO) provides c-level executives with the actionable insight in an easy to consume format that delivers breadth of coverage across all marketing functions and on sales and marketing alignment strategies. EECMO offers an objective, third-party perspective to validate decisions, innovate, benchmark and challenge your organization to create the most effective marketing function possible.

This membership-driven program combines the benchmarking data, best practices, analytic tools and thought leadership required to prove the return on investment of marketing’s contribution to the business. Coverage areas include:

  • Functional Alignment – Understand the executive-level linkages between marketing and sales, how to leverage marketing operations and the CMO’s relationship to the Board of Directors
  • Budget Analysis – Assess the effectiveness of your marketing budget against your peer group with access to planning, allocation and comparison data from our SiriusIndex™ of Fortune 500 and SMB companies
  • Measurement – Understand the key metrics and KPI’s that should be a part of the marketing dashboard
  • Organizational Structure – Understand the pros and cons of centralized vs. decentralized marketing functions, resource hierarchy and allocation, and when to outsource
  • Global Deployment and Management – Understand the role corporate marketing should play in the deployment and management of marketing initiatives across the worldwide enterprise
  • Sales and Marketing Integration Model (SMI) – includes the processes, strategies and technologies required to achieve effective sales and marketing alignment
  • Sales and Marketing Framework – a baseline model of the sub functions required in today’s b-to-b environment
  • B-to-B Holy Trinity – a systematic combination of reputation, demand creation and sales optimization strategies to drive predictable, accelerating revenues
  • Next Generation Organization Charts – depict how today’s b-to-b sales and marketing functions should be structured for maximum impact

DELIVERABLES

Interact with SiriusDecisions research analysts in the manner that suits your needs. You will receive ongoing support, learning, coaching and validation through best practices research and phone-based inquiries with analyst experts.

      RESEARCH

  • Research Briefs: Three to four research notes are delivered to you each month and are archived on our client-only research portal, available 24x7.
  • Vendor Profiles: SiriusDecisions follows a full spectrum of marketing, sales and product vendors and technology to help in your purchasing decision process.
  • Core Strategy Reports: Key observations and commentary that address critical models, frameworks and strategies. Core Strategy Reports cover complex issues and introduce new areas of research in a white-paper format.
  • SiriusTools: Templates and Excel-based decision support tools that make it easy to apply SiriusDecisions frameworks and models.

      ADVISORY

  • Analyst Inquiry: Analyst inquiry privileges are offered as part of the EECMO service and can be scheduled on an as-needed basis with our in-house analyst experts. These 50-minute phone-based discussions are scheduled through your account executive.
  • Annual Benchmark: Each year, SiriusDecisions will benchmark your spend levels and detailed program allocations against our SiriusIndex™ of b-to-b companies, providing you with an assessment of resource gaps and misalignments as well as insights into whether you are over- or under-spending.
  • Client Roundtables: Tap into an invitation-only peer network via quarterly half-day forums, virtual or onsite roundtables, as well as discounted pricing on all SiriusDecisions conferences.
  • Webcasts: Learn from hot-topic presentations that you can play at your convenience or share with team members for training and “lunch and learn” purposes.

Below, please find a partial list of recently published EECMO research.

Brief
Product, Solution and Industry Marketing: Roles and Responsibilities

In this brief, we focus on 12 activities where product, solution and industry marketing roles overlap or differ in order to illustrate the proper areas of focus for each function.


Brief
The SiriusDecisions Integrated Measurement Framework

In this brief, we introduce the SiriusDecisions Integrated Measurement Framework, a guide to selecting metrics and organizing performance reporting across sales, marketing and product functions.


Brief
Public Relations on a Global Scale: Key Factors to Consider

In this brief, we review the external and internal factors that organizations should consider when deciding how to support global public relations, as well as the pros and cons of three different approaches.
 


Brief
Mapping Competencies: Marketing Operations

In this brief, we define basic, intermediate and advanced competencies across six core disciplines of marketing operations.


Brief
The SiriusDecisions Metrics Spectrum

In this brief, we introduce the SiriusDecisions Metrics Spectrum, a framework that categorizes the metrics available for measuring and reporting on business performance.


Brief
Introducing the SiriusDecisions Marketing Competency Framework
In this brief, we introduce the SiriusDecisions Marketing Competency Framework, define its components and explain how it can be used to improve the performance of marketing organizations.

Brief
Launch Team Composition and Governance

In this brief, we explain best practices for selecting launch team representatives from each stakeholder group, including the emerging practice of enlisting a project management office (PMO) to support the launch team.


Core Strategy Report
Developing the Industry Marketing Plan

In this SiriusDecisions Core Strategy Report, we provide a template and guidelines that industry marketing teams can use to develop and present an annual industry marketing plan.


Brief
First 90 Days: Chief Marketing Officer

In this brief, we outline a CMO’s key activities for the first 90 days in a new role, and reference relevant SiriusDecisions research to ease the transition.
 


Brief
Inside the SiriusDecisions PMM Model: Launch

In this brief, we describe the launch-stage activities conducted by marketing, product management and sales.
 


Brief
Voodoo Analytics: Tactic Attribution

In this brief, we explain tactic attribution, share the challenges inherent in its use and misuse, and identify a narrow set of circumstances in which it can be used effectively.


Core Strategy Report
Operationalizing the SiriusDecisions Content Model

In this SiriusDecisions Core Strategy Report, we outline a process for transitioning from a siloed content approach to a unified, enterprise-wide model for content creation, management and insight.


Brief
The Sirius Directions in Technology Model

In this brief, we will discuss the model’s four main technology categories, and how the different types of tools within each category can positively impact sales and marketing as well as corporate goals.
 


Brief
Introducing the SiriusDecisions Solution Decision Matrix

In this brief, we provide a step-by-step description of the SiriusDecisions Solution Decision Matrix, a tool designed to help organizations determine which solution approach is appropriate for them.


Brief
The SiriusDecisions Content Model: Communications' Role

In this brief, we take a deeper dive into the role of communications in the three phases and eight stages of the content model.
 


Brief
Strategic Planning: The Role of the CMO

The b-to-b strategic planning process brings together senior leaders to define key initiatives, product launches and revenue goals for the next one to five years. In this brief, we define three key focus areas for CMOs involved in the strategic planning process.


Brief
Creating a Business Unit Strategy Brief

In this brief, we provide a three-part outline for a business unit strategy brief that outlines go-to-market plans for key offerings and target markets.
 


Brief
The SiriusDecisions Product Management Maturity Model

In this brief, we introduce the SiriusDecisions Product Management Maturity Model and describe how it can be used to evaluate a product management organization.
 


Brief
Field and Regional Marketing: Building Global Influence

In this brief, we describe a three-part process that dispersed marketing functions can use to build and maintain influence with centralized global marketing.


Brief
Taking Stock of a Customer Advocacy Program

In this brief, we provide a checklist for evaluating four essential pillars of a b-to-b customer advocacy program.



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